YouTube video shorts see giant jump in views in past year

Anyone who doubts that shorter is better, at least in terms of how social media has evolved over the past two years, need only look at the stats measuring the growing popularity with the shortest online video snippets on the site. known for endless hours of much longer material. .

Short form king TikTok, of course, has seen its popularity skyrocket during the pandemic, surpassing one billion users as older generations take to creating videos alongside younger family members.

TikTok’s success has spawned chat copy offers from OG social media platforms Facebook, Instagram and YouTube. Facebook is even revamping its long-running News Feed to create a video-first experience that eschews the stories that were part of the user interface for years.

The decision to create a specialized space for shorter videos has certainly paid off for Alphabet-owned YouTube, which saw views of videos under one minute jump 135% between the second quarter of 2021 and the second quarter of 2021. second quarter of 2022, according to statistics compiled by Tubular Laboratories.

“Short video is all about reach,” according to Tubular’s latest review of social video trends. “The platforms have prioritized this content in algorithms to reach new subscribers and appear on discovery pages. Shared music tracks and trends also allow users to find new creators based on their preferences. »

YouTube, of course, has long been home to millions of hours of longer videos on seemingly every topic imaginable, in some cases live streamed or recorded programs that go on for hours.

But right now the hot trend is short. Indeed, views of videos under a minute have grown rapidly in just two years, following the growing popularity of TikTok, according to figures from Tubular. Videos under one minute only accounted for 11% of YouTube traffic this quarter two years ago; as of July 1, these short videos accounted for 57% of views on YouTube.

And short videos overwhelmingly come, 95%, from creators and other people rather than brands or media companies, according to Tubular.

For creators who jumped on the short bandwagon, it’s been a good trip. Tubular pointed to LeoNata family as an example of creators producing short videos for TikTok and YouTube. The account already boasts over 9 million subscribers and has already garnered 6.6 billion views on YouTube this year.

Tubular tracks video viewing stats and patterns on most major social video platforms, including TikTok, Facebook, Instagram, Twitter, and YouTube

The shift to shorts on YouTube and other sites represents something of a revenge for the Viners, those early creators who saw their popularity blossom on Vine, which limited videos to 6 seconds or less.

Twitter bought Vine in 2012, even before it officially launched. But the service’s lifespan was almost as short as its content. Twitter shut down Vine for four years buying it. Twitter executives couldn’t find ways to better monetize the traffic generated by the platform. Indeed, monetization continues to be a challenge with shorter videos, whose viewers are less likely to stick around for an ad that might be longer than the original clip.

TikTok and its China-focused sister company Douyin started with video length limits almost as brief as Vine’s, at just 15 seconds, but have increased those limits to 1 minute for many creators.

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